Marketers and business executives, this blog is for you. I know that you’re always tweaking the business, products, services, price, delivery and approach to increasing revenue and the way it is marketed. Yeah, you’re reviewing all the common things that every business looks at to make changes. No doubt, this is a very important exercise. But, have you thought about not looking at all the typical things above as well as the features, advantages and benefits? How about looking at the end-result of what all of that produces? Hmm…
If you were to do some research on big and small brands, you will see that there are many ways the all-important features, advantages and benefits have been used and re-used… and yes, used again. Business executives are very good at tweaking their marketing strategies to gain an edge on the competition. I am not sure these widely known processes can be re-purposed and tweaked any more than what has already been done. But here’s a new twist. Don’t look at the product, the service or even the customer the way you have been. Yes, I really do mean that. I know this is contrary to the way you learned in marketing departments, agencies and even business schools. Businesses and product development teams are amazing at piling on new features to already existing products that quite frankly, some of them move the value of the product away from the sweet spot (or job). How is that so you ask? Let me explain.
Customers Love Features – But Do They Really Need Them?
Automakers are very good at what they do. In fact, they work and plan years in advance envisioning new features that will be added to existing models or developing new models altogether. Have you ever thought that today’s car manufacturers only pile on the features and market them as if you “must have them” just to entice you and drive up the price? When was the last car you purchased that had features on it you really didn’t need? I can honestly say it was the minivan I purchased last year. Shame on me, I was sucked into their strategy.
What if your car or van had a job to do and it was known exclusively for that, don’t you think it would be wildly successful in the market? I think so. I own a Volkswagen Jetta, it’s a great car, looks nice, gets good gas mileage, its sporty and affordable. It works for me. But it isn’t marketed with a “job” in mind. Take for example the Jeep Wrangler. It’s known for being the king of SUVs, perfect for off-road and inclimate weather driving. It has a job – to get you through adverse road conditions safely, with muscle, purpose and with a flair for sport as well. Rarely will you see an upscale city businessperson in a suit driving a Jeep Wrangler. It’s just not a good fit. Jeep Wrangler has a job and that is communicated powerfully and purposely for their target audience that knows Jeep is the best at that job.
Why Is A Job Important?
The job is not the product or service, it’s the end result of what it produces. Washing detergent produces clean clothes, a guitar produces a specific sound, a Jeep produces off-road performance and muscle, a light bulb produces easier viewing, a fan produces moving air, and sunglasses produce shade for your eyes. What is your brand’s job? Are you still looking at the customer, the product, service, features and benefits instead of the job it actually performs? Well, maybe you should begin looking at this process from a different perspective. Start with the job.
Does This Alter Your Marketing Strategy?
Let’s say you have a local coffee shop. Instead of promoting “we’re local”, or all the types of unique flavors which would probably be the normal way to look at this situation, start asking customers how your coffee makes them feel after they drink your coffee? Why do they visit your store opposed to the well-known coffee stores that are common on every street corner? Maybe it makes the customers feel important because everyone knows their name when they walk in? Maybe it makes their day easier because it’s so close to home. There are probably quite a few reasons that will turn up and those are the job for that coffee shop. But you must ask the customers so that you will discover what the real job is.
Think about what the business or product produces for the customer, not the description or features of the product or service.
Your marketing strategy and content will focus on the amazing job that your coffee shop does for your customers. No, it’s not because it’s quaint, cute, local, has unique flavors, or even because it has a cutesy slogan or name; it’s the real reason they buy – because it does a job for the customer. Much like the washing detergent you buy cleans your clothes the way you want it to. The coffee shop also does a job the way the customers want. That’s why they shop there.
Can You Find A Job For Your Company?
This depends on the market your company is in. If you can find a unique job and promote it that way, success is likely to follow because very few people are looking at marketing and brand development this way. Don’t get sucked into the game of piling on more and more features, it’s a never-ending game that only costs more money to build and support. Look for the job that only you have to offer and let your customers know that in all the right places. Soon you will see that your brand’s job will yield amazing results!
YourBrandExposed.com is a digital marketing and strategy consultancy that works with businesses big and small to solve their most difficult questions surrounding digital, brand development, generating qualified and business growth.
Scott MacFarland – Chief Content Marketer | Digital Strategist
Photo Credit: CC0 License, Pexels / Unsplash